Guiding lines:

11. COMPETITORS

In this section you compare your main competitors and their market share with that of your own business.

Facts about competitors

• Which companies are your competitors?

• Who owns them?

• Competitors’ turnover, sales volume, debts and profitability?

• Competitors’ distribution channels?

• How do your competitors market their company and its products?

• Which competitors are price leaders?

• Competitors’ order books?

Competitors compared with your company

• How unique are your company’s products compared with those of your competitors?

• What kind of countermove might be expected from your competitors if and when your company launches new products?

• Threat of new competitors or actors entering the market?

• What are competitors’ strengths and weaknesses compared with your company?

– Product function

– Reliability

– Durability

– Design

– Delivery guarantees

– Service

– Marketing

– Pricing